Research On The Development And Marketing Strategy Of Cultural Derivatives Of "Emperor Hongwu

With the current national economic strategy by the market economy to the culture and economy,the economic construction of the city is also facing great adjustments,the competition between the city become increasingly tense,city managers in order to bring the advantages of the city emerged,construction began to focus on the city brand.City managers want to shape the city’s brand through a lovely and understandable image,highlighting the city’s own advantages.Because the mascot of interest and understandability,the object of city managers concerned,the city mascot has gradually become an important part of the city,to assume the construction of visual image of the city and the task,and the whole city spirit and aesthetic consensus popular blend together.Mascot has become the best embodiment of urban aura and vitality.As the city image spokesperson,city mascot design potential with the spirit of the city civilization,so the designer must come from the understanding and research of the city culture,national characteristics will be applied to the design of the mascot after thoroughly tempered when,this can be the essence of the culture city and mascot.Also,the mascot can truly represent the city.After analysis,our country’s big political and economic environment is very beneficial to the development of Z’s "Emperor Wudi" city mascot.The government has made great efforts to promote the cultural and creative industries,and the demand for the cultural and creative industries and the new urban image of the Nanjing municipal government has been deepening.These are all good news for the Z company at the macro level.Although the industry is good,but Z company "Hongwu"city mascot project is also facing the industry mixed up,the bottleneck of channel sales and other problems.In this paper,SWOT and STP are used to analyze the competition environment of Z company,and put forward the countermeasures.At the same time,using the method of market segmentation and combining the current market opportunities,Z company has found a corresponding market segments and coping strategies.Focus on customer demand,channel expansion,but also put forward to pay attention to brand marketing strategy.Finally,this article summarizes the solution:for the market segments,understand the market positioning,product design,channel sales analysis and grasp,while focusing on brand marketing,improve product value added.